WITH
how to leave your competition in the dust by avoiding common ppc pitfalls
DCBKK 2015
Searchscientists.com/DCBKK2015
DCBKK 2015
Focusing on 3 things
1 2 3
DCBKK 2015
1 . More targeted, cheaper traffic
DCBKK 2015
2. Increase conversions from the traffic you already have
DCBKK 2015
3. the things we do to make our clients millions of dollars
DCBKK 2015
I will audit 175 accounts
DCBKK 2015
It’s super fast
DCBKK 2015
About me
Michael Erickson Facchin
DCBKK 2015
About
OUR FOCUS IS ON PAID TRAFFIC • ADWORDS • FACEBOOK ADS • BINGADS • AMAZON ADS • Anything with “Ads” at the end of it
DCBKK 2015
we are on course to manage 1mil/month in ad spend
0
200000
400000
600000
800000
1000000
1200000
2013 2014 2015 2016
Managed Monthly Spend
Managed Monthly Spend
DCBKK 2015
What I thought
Marketingwas
DCBKK 2015
Ppc is a game
where you can beat your opponents
DCBKK 2015
If you are in this room
YOU HAVE COMPETITION YOU NEED MORE TRAFFIC AT A LOWER COST YOU NEED MORE CONVERSIONS FROM THAT TRAFFIC
DCBKK 2015
fight
competition US
DCBKK 2015
The game we’re talking about today
AdWords Facebook Ads
DCBKK 2015
of commercial google clicks go to adwords
65%
DCBKK 2015
Facebook ad clicks are up 70% yearly
DCBKK 2015
Money down the toilet #1: low quality scores
DCBKK 2015
SEO vs Adwords
DCBKK 2015
The adwords team is your friend
DCBKK 2015
96% of google’s $ comes from ads
DCBKK 2015
They reward helpful advertisers
DCBKK 2015
High Quality score is your reward
DCBKK 2015
Quality score impacts your
ad rank
DCBKK 2015
You don’t need to bid the most
to appear 1st
DCBKK 2015
Quality score impacts your CPC
DCBKK 2015
Crush your competition
DCBKK 2015
Get cheaper clicks.
Get cheaper conversions.
DCBKK 2015
So how do we increase our quality score?
DCBKK 2015
How quality score is made
DCBKK 2015
Good News
LANDING PAGE RELEVANCY IS
PASS FAIL or
DCBKK 2015
Google will tell you to increase LP relevance
DCBKK 2015
The next thing
..is keyword relevancy
DCBKK 2015
KEEP IT AT 10-‐15 KEYWORDS PER AD
GROUP
Want a quick way to achieve KW relevancy?
DCBKK 2015
What happens when you break this rule?
DCBKK 2015
Click through rate -> Relevant to users
DCBKK 2015
A typical Trend
0 1 2 3 4 5 6 7 8 9
10
Day 1 Day 7 Day 14 Day 21 Day 28
CTR
QS
CPC
DCBKK 2015
A REAL EXAMPLE
DCBKK 2015
HOW DO YOU DOUBLE YOUR CTR?
Double your ctr
DCBKK 2015
Be unique
DCBKK 2015
Not the answer
DCBKK 2015
Write better ads
DCBKK 2015
example
DCBKK 2015
Take some Tme to think about what you need to do to connect to your audience.
“use emotion”
That’s it?
DCBKK 2015
who has the higher ctr?
DCBKK 2015
3% vs 8% CTR (yes, really!)
DCBKK 2015
Who wins here?
DCBKK 2015
‘Convenient’ wins: 276% higher ad ctr
DCBKK 2015
Putting it all together
DCBKK 2015
Quality score Higher than 7?
Move to next step.
Quality score below 4?
Delete everything below 4.
Put Ad Groups of 10 keywords
Double your CTR
DCBKK 2015
Call your team
Make sure your top 10 keywords have Quality Score 7 or up. If not, double the CTR with real ad copy tesTng Do it 2-‐5x/mo
DCBKK 2015
Money down the drain 2: wasting money on irrelevant
terms
DCBKK 2015
Something surprising in adwords
DCBKK 2015
Keywords you bid on
what you appear for ≠
DCBKK 2015
Different words!
DCBKK 2015
what you bid on
KEYWORD
DCBKK 2015
What you appear for
SEARCH QUERY
DCBKK 2015
Google tells you how often this matches up
HOW OFTEN YOUR KEYWORDS MATCH
YOUR QUERIES.
DCBKK 2015
Search exact match impression share
DCBKK 2015
A high exact match impression share
MEANS YOU HAVE REALLY GOOD KEYWORD CONTROL
OVER 80%?
DCBKK 2015
A low exact match impression share
MEANS YOU HAVE REALLY BAD KEYWORD CONTROL AND ARE SHOWING UP FOR RANDOM THINGS
UNDER 70%?
DCBKK 2015
1 month: A 20k Real example found in 30 seconds
DCBKK 2015
Spend 2k on “rubber bracelets”
DCBKK 2015
Other things they did…
$508 ON NIKE-‐RELATED WORDS
$170 ON “CANADA” RELATED WORDS
$85 ON ‘WWJD RUBBER BRACELETS’
DCBKK 2015
Use negative keywords
DCBKK 2015
Use A LOT of negative
keywords
DCBKK 2015
SERIOUSLY
DCBKK 2015
Block irrelevant & unprofitable terms
THIS SAVES YOU MONEY
DCBKK 2015
-“Negative Phrase” BLOCKS EVERY PHRASE THAT HAS THE NEGATIVE KEYWORDS INSIDE…
-‐“nike” WOULD BLOCK:
ANYTHING THAT MENTIONS NIKE
DCBKK 2015
Pay attention
WHEN YOU DO KW
RESEARCH
DCBKK 2015
Call your team. Tell them to check the exact
match impression share. Add negatives.
DCBKK 2015
Money pit 3: your ppc doesn’t have a sales funnel
DCBKK 2015
Query: ‘how to do ppc’
DCBKK 2015
My search query was
not commercial
BUT THEY TRIED TO SELL ME SOMETHING ANYWAY
DCBKK 2015
9 dollars a click!
DCBKK 2015
Don’t ask for the sale too soon
DCBKK 2015
Most people think the sales funnel looks like this when it comes to
ppc
BUY
DCBKK 2015
AWARENESS
INTEREST
LEARN
SHOPPING
BUY
Most PPC Assumes Everyone is Ready to Buy
DCBKK 2015
Create positive associations
DON’T ASK PEOPLE TO BUY IF THEY HAVEN’T GIVEN YOU A
SIGNAL THAT THEY’RE INTERESTED
DCBKK 2015
Call your team
Do you have a sales funnel? Does your PPC match up with your sales funnel? Do you have a High Bounce & Low Conversion Rate
DCBKK 2015
Money furnace 4: not using this powerful retargeting
strategy
DCBKK 2015
No one denies
retargeting is
huge
AN AVERAGE WEBSITE HAS A 2% CONVERSION RATE RETARGETING IS YOUR CHANCE TO BRING BACK THE 98%
DCBKK 2015
1 time visit
Returning
vs.
Your conversion rate is probably 50% higher for returning visitors
DCBKK 2015
So what’s the best place to
retarget?
Display? Facebook? AdRoll?
DCBKK 2015
How about google.com?
DCBKK 2015
What if I told you..
Serve Special Ads to People Who Visited Your Site? AND YOU COULD DO THIS IN 30 SECONDS [NO JOKE]
DCBKK 2015
RLSA
REMARKETING LISTS FOR SEARCH ADS
DCBKK 2015
Search traffic converts really high
Search retargeting converts even higher
DCBKK 2015
rlsa has MORE ROI THAN A product listing ad
DCBKK 2015
Break this down
Visits your site
Goes back to Google
Search again
Serve a special ad JUST for them
DCBKK 2015
Capture attention when it matters most – comparison
shopping
DCBKK 2015
Take Standard Search
Campaign
Add Retarge[ng, Loosen KW Targe[ng,
Increase Bids, Change Message
Common to see 2x conversion rates and CTR’s
RSLA
DCBKK 2015
Loosen up keyword targeting with RLSA
MAYBE YOU BID ON “DOG TRAINING” FOR COLD TRAFFIC BUT YOU OPEN IT UP TO “TEACHING DOG TO SIT” WITH AN RLSA AD
DCBKK 2015
Maybe you bid low for cold traffic
BID HIGH for RLSA
DCBKK 2015
Apply ad copy tweaks
COLD TRAFFIC: NORMAL USP
RLSA TRAFFIC: A 10% OFF COUPON FOR RETURN VISITORS
DCBKK 2015
Never turn off RLSA
VISITS IN JANUARY….
STILL SEARCHING IN MARCH….SERVE THE RLSA
DCBKK 2015
How fast is it to set up?
HERE IS A 19 SECOND GIF
DCBKK 2015
Call your team
ASK THEM WHY YOU’RE NOT RUNNING RLSA.
DCBKK 2015
Burning money 5: handing your competition your most
profitable traffic
DCBKK 2015
Let’s look at a product we all love
DCBKK 2015
Competition…always
watching….
DCBKK 2015
You do not get 100% of
the branded traffic searched on google.
BASIC SERP STRUCTURE CURIOSITY LOADS OF VARIATIONS
DCBKK 2015
BID ON YOUR OWN BRAND!
DCBKK 2015
Don’t believe me?
DCBKK 2015
Here is how to verify…
DCBKK 2015
You do not get 100% of the clicks on your own brand organically
DCBKK 2015
Get a 76x ROI? Ty!
DCBKK 2015
Call your team
CHECK YOUR ORGANIC CTR FOR YOUR BRANDED TERM IF IT’S UNDER 90% -‐ RUN ADWORDS BRANDED ADS LOOK AT YOUR LONG-‐TAIL BRANDED TERMS
DCBKK 2015
Money dumpster 6: being asleep at the wheel
DCBKK 2015
Open up a filter. Conv=0
DCBKK 2015
Found 30k waste in 30 seconds
DCBKK 2015
Who was asleep at the wheel?
DCBKK 2015
How do we stop it from happening
DCBKK 2015
You could sit in front of your computer 24/7
Wut?
DCBKK 2015
WATCHING OVER EVERY KEYWORD
WATCHING OVER EVERY AD
ALL THE TIME
DCBKK 2015
• CAMPAIGNS • AD GROUPS • ADS • KEYWORDS
AND FACEOOK ADS
Automate
DCBKK 2015
A KEYWORD SPENDS OVER 50 DOLLARS
WITHOUT A CONVERSION
EMAIL ME
PAUSE IT
REDUCE BIDS 10%
IF THEN
DCBKK 2015
Some of my favorite
rules
DCBKK 2015
Pause keyword if 50 dollars in spend with no conversions
DCBKK 2015
Decrease bid 10% if Cpa is over my target
DCBKK 2015
Email me if my CTR falls
DCBKK 2015
DO IT IN FACEBOOK ADS, TOO (need ad espresso)
DCBKK 2015
Use and review your rules
YOU WILL SAVE SO MUCH MONEY. YOUR ACCOUNT WILL BE OPTIMIZED IN YOUR SLEEP. AND LEAVE YOUR COMPETITION WONDERING.
DCBKK 2015
Call your team
ASK THEM IF WE HAVE ANYTHING OVER 50 IN SPEND WITHOUT A CONVERSION. AND THEN TELL THEM TO TURN ON AUTOMATED RULES.
DCBKK 2015
Pitfall 7: ignoring the biggest success factor
DCBKK 2015
When I talk with a
prospect…
There is only one quesTon I need to ask…
DCBKK 2015
How often do you
optimize?
DCBKK 2015
If activity is high – you
find your own pitfalls
faster
DCBKK 2015
The truth is scary
ONLY 10% OF ADVERTISERS OPTIMIZE ONCE A WEEK.
DCBKK 2015
Most people set it and forget it
DCBKK 2015
We have been working with this client for 2 years
DCBKK 2015
Let’s Leave you with a success plan
DCBKK 2015
Daily ‘One Goal’ trend
Ecommerce Stores: (Revenue/Cost) 10,000/1000 = 10x
Lead Gen: (Cost/Leads) (10,000/1000) = 10 CPA
DCBKK 2015
PPC sales funnel Check
1/MO
DCBKK 2015
Negative keyword optimization
2x/MO
DCBKK 2015
Ad copy testing
SHOULD BE DONE
2X/MO ON ADWORDS 4X/MO ON FB ADS
DCBKK 2015
Keyword expansion on AdWords
FIND NEW KEYWORDS
1X/MO
DCBKK 2015
Quality score optimization
2X/MO
DCBKK 2015
Create your optimization calendar
DCBKK 2015
Use your competitive edge
DCBKK 2015
You vs the competition
DCBKK 2015
Searchscientists.com/blog
DCBKK 2015
Searchscientists.com/DCBKK-2015
Questions?
DCBKK 2015
references War on free clicks
hqp://www.wordstream.com/arTcles/google-‐ads Facebook ads
hqp://www.cmo.com/arTcles/2014/4/17/q1_social_intelligence.html Adwords dollars to google
hqp://www.wordstream.com/arTcles/google-‐earnings RetargeTng
hqp://www.digitalinformaTonworld.com/2014/09/infographic-‐retargeTng-‐adverTsing-‐staTsTcs.html
Quality score hqp://www.wordstream.com/blog/ws/2013/07/16/quality-‐
score-‐cost-‐per-‐conversion